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Content and Facebook Marketing

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Content and Facebook Marketing

  1. 1. WINTER CONTENT Template and Marketing A presentation on the basics by Mac Turija With the Special Participation of the Content Creation and Web Promotion (PM) Teams
  2. 2. Introduction What to expect today: Learn about the basics of content marketing. Terms, Reasons, Rules, Types, Promoting, 3Rs Learn about the basics of Facebook marketing. Tools for advertisers, steps in making FB SOCIAL ads
  3. 3. Content Marketing What on earth is content marketing?
  4. 4. Content Marketing Content marketing • The creation and sharing of content for the purpose of promoting a product or service. Is the focus of content marketing your product or service all the time? • The focus of this content may not specifically be about your organization or its offerings.
  5. 5. Content Marketing So, what may the focus of CM be? The assets created for the purpose of content marketing include a mix of • problem-specific information • What problem(s) do we at CFX deal with or give information about? • thought leadership • How does CM make a business a thought leader?
  6. 6. Content Marketing While it used to be that businesses were reliant on traditional methods of marketing, why are we subscribing to content marketing nowadays? Risk mitigation Lead generation Lead nurturing Lead scoring
  7. 7. Content Marketing Content marketing develops trust by providing the potential customer with information that will help them make the right decision. In turn, personal and organizational risks are mitigated. In lead generation, content is used to drive traffic to your website as well as capture leads through forms.
  8. 8. Content Marketing As a lead develops, you must have content that educates and informs in order to develop a robust lead nurturing program. Lead scoring should be based on how a prospect interacts with the content on your website and through nurturing campaigns.
  9. 9. Content Marketing Content Fiesta! Articles Email Workbooks Presentations RSS/XML Feeds Microsites/Web Pages Blog Posts Images Press Releases Videos Books/eBooks Information Guides Product Data Sheets Webinars/Webcasts Brochures/manuals White Papers Reference Guides Online Courses Case Studies Widgets Resource Libraries Podcasts/Videocasts
  10. 10. Content Marketing When do consumers consume content?
  11. 11. Content Marketing Percentage of use of available content on the Internet for marketing purposes
  12. 12. Content Marketing Content marketing is a must because it reinforces a brand by strengthening consumer engagement, awareness, brand power, purchase intent, sales, and customer retention. Three Types of Effective Content 1. Content that entertains 2. Content that informs and educates 3. Content that provides utility
  13. 13. Content Marketing Creating the Right Mix of Content Conduct a content audit •Tracking how easily content is found via search Perform keyword and social graph research. •Tons of SEO data is locked up in social graphs Create a keyword-focused editorial calendar. •Include what keywords each piece of content will focus on Connect content to KPIs. Focus on the long-tail. Get the right technology in place.
  14. 14. Content Marketing The 6 Commandments of Writing Content Commandment Number 1: Content should not be promotional in tone. Promotional materials will neither excite nor inspire, both critical components of content marketing. Commandment Number 2: Content marketing should be relevant to the audience. Generic materials that are not highly relevant to a reader will not result in increased success. When writing content you must make sure it will be useful to the reader, regardless of whether it supports your company message.
  15. 15. Content Marketing The 6 Commandments of Writing Content Commandment Number 3: Content should close a gap. Content marketing should answer a business question or problem. Giving people information about topics where there is no need for information will be a wasted effort by the organization. Commandment Number 4: Content should be well-written. Poorly written thought leadership may not only provide poor results, but may also hurt the company’s reputation. Take time to ensure content is presented in a thoughtful manner and is free of errors.
  16. 16. Content Marketing The 6 Commandments of Writing Content Commandment Number 5: Content should be relevant to your company. If the content you create does not support business objectives in any way, it is a waste of resources to produce. Keep business goals in mind when creating content. Commandment Number 6: Content should be factual (or at least, can be supported). Since you write to support a business goal, your content may seem biased. Make sure that content you create gives proof either through quotes and testimonials, or through actual metrics and statistics.
  17. 17. Content Marketing The Challenges of Content Marketing • Materials that are out of date. • Materials are out of place. • Materials are inappropriate for the target audience. How to Face These Challenges Use the 3 Rs: • Reorganize • Rewrite • Retire
  18. 18. Content Marketing Reorganizing Content Reorganizing content means you are taking pieces of existing content and restructuring it in a way that is more useful to your prospects or customers. There are many ways to do this, like compiling blog and web content in a white paper, or by using brochure content as the foundation for a new video. Example: Write a speech, create a deck, video speech, blog speech, post video to YouTube, deck to Slideshare, transcribe presentation, extract charts and infographics. Make the talk a whitepaper, an ebook. a column, a webinar, or a training session. The possibilities are effin’ endless!
  19. 19. Content Marketing Video PowerPoint Speech Deck on Slideshare on YouTube Create a Webinar Transcribe or Speech for Blog Post Training Turn Into a Extract Whitepaper, Charts and eBook or Infographics Column Repurposing Content as Part of Your SEO Keyword and Linking Strategy
  20. 20. Content Marketing Rewriting Content Companies often find it useful to rewrite content when what they have is either dated or has been exhausted due to a high level of previous consumption. Rewrites are often less time consuming than creating new content but will still need time and attention to execute properly. Make sure you follow the six commandments of content marketing to ensure the rewrite is compelling and more successful than the original.
  21. 21. Content Marketing Retiring Content You cannot use the same content indefinitely. If content isn’t performing as well as it should, or if its consumption has significantly decreased and you do not think it will be useful to reorganize or rewrite, then it is time to retire it from your content library.
  22. 22. And now, moving on to the amazing world of advertising our business with the world’s most popular social networking site while making Mark Zuckerberg richer…
  23. 23. Facebook Marketing The possibilities on Facebook to the spectrum of marketers from brand advertisers to volunteer grassroots evangelists are endless! Well, not really endless, but a lot! For ‘legitimate’ advertisers, there are many ways of marketing a business through FB.
  24. 24. Facebook Marketing Depending on your budget, here are your choices for marketing on FB as an advertiser: • Social Ads • Integrated Opportunities • Polls • FB Platform Application Sponsorship • Facebook Pages
  25. 25. Facebook Marketing Integrated Solutions Facebook offers relevant and integrated advertising opportunities to engage your target audience. FB helps you develop an ideal advertising solution, as long as your budget is above $10,000.
  26. 26. Facebook Marketing Polls Polls offer an easy way for marketers to quickly conduct research within their targeted audience. Results are streamed in real time to a dashboard that allows marketers to break down results by gender and age.
  27. 27. Facebook Marketing FB Platform Application Sponsorships Advertisers looking for more integrated opportunities inside FB applications can consider approaching application developers and negotiating a sponsorship directly.
  28. 28. Facebook Marketing Social Ads With Social Ads, Facebook offers advertisers the option to pay on a CPC or CPM basis, whichever they prefer. Social Ads offers very powerful targeting capabilities. Social Ads is completely self-serve and provides real time feedback on the size of your target audience and the suggested bid range to achieve impressions.
  29. 29. Facebook Marketing To create successful FB ads you need to: • Identify your goals • Know your audience • Create your ad and set your budget • Understand Facebook’s advertising policies and ad approval process
  30. 30. Facebook Marketing Identify your goals What is most important to the business? Do you want to Tips: • The most effective ad campaigns •Drive awareness of your company’s focus on just one goal at a time. Facebook Page? • For example, to sway people to •Increase recognition and awareness of visit your site for a special promo, your business brand or name? you would create an event ad, highlighting the date, time and •Acquire new sales leads? location. •Get more people to like your Facebook • To increase traffic to your fan Page? page, you would create an ad including your FB encouraging •Get more people to visit your company users to go to your FB page. website or online store? •Increase sales by offering a special discount code for Facebook customers?
  31. 31. Facebook Marketing Know your audience Who do you want to reach with your ad? Tip: •What information will get their attention? For example, your customers fall into 3 main groups: •Who uses your website or tells friends • College students studying • Tech geeks in a local area about your business today? • Bargain hunters looking for special offers •Where are your customers located? Are they all over the world or in a particular You could create three different location, or both? ads, each with slightly different goals, to target each of these •Are your customers a specific age range? groups. •Does your audience share an interest in You will start to learn what a particular topic? images and ad text work best for each customer group. Once you know who’s in your audience, create different versions of the ad to appeal to different customer groups.
  32. 32. Facebook Marketing Create your ad and set your budget Create Your Ad Once you know what goal you want to focus on and the audience you want to target, start creating your ad: •Design your ad •Choose your target audience •Control your costs •Review and submit your ad
  33. 33. Facebook Marketing Design your ad Your ad is made up of a title, ad body text and image. You’ll also need to specify a destination URL (web address) that you want people to go to when they click on your ad.
  34. 34. Facebook Marketing Here’s a step by step process for creating your ad: • Destination URL The web address you want your ad to link to • Ad Title If you are directing users to your website, use the 25 characters to capture people’s interest • Ad Body Text In 135 characters or less, describe the benefits of your product or service. • Image The most successful ads on Facebook include images that are clear, easy to spot and directly related to the content of your ad.
  35. 35. Facebook Marketing
  36. 36. Facebook Marketing Choose your target audience You can reach people based on their: • Location by city, state, province, or country • Demographics by age range, gender, language, relationship status • Likes and interests what are your customers’ hobbies or passions? On Facebook, you can target people by their interests. Focus on topics and themes rather than individual terms. • Education and work You can direct your campaign to students in a specific university or people with a particular level of education.
  37. 37. Facebook Marketing
  38. 38. Facebook Marketing Control Your Costs There are 3 factors that determine the cost of your campaign: 1 Campaign budget • Daily budget: amount you are willing to spend on this specific campaign for each day that it’s running. FB determines this if you choose this way. • Lifetime budget: amount to spend between a finite period of time. For example, you can specify that $100 will be the budget for a 10 day campaign.
  39. 39. Facebook Marketing 2 Ad schedule You choose when you want your ad to run. You can select to run your ad continuously from the day you set it up or only run it through specified dates. 3 The bidding option you choose What should I choose? CPC or CPM? This largely depends on your advertising goals: Cost Per Click (CPC) A type of campaign pricing where you pay each time someone clicks on your ad. This is best when you want to drive specific action on your website or Facebook Page.
  40. 40. Facebook Marketing Cost Per Thousand Impressions (CPM) A type of campaign pricing where you pay based on the number of people who view your ad. This is the best type of campaign pricing to use if you want to raise general awareness of your business within a targeted audience. How to choose your max bid? a) Facebook will suggest a bid price to you based on your targeting options. You can choose to keep this bid, especially if CPC bidding matches your goal. b) Choose your own: Alternatively, by selecting the advanced mode you can enter your own CPC or CPM bid. • Remember, bidding below the suggested range will make you lose the auction. FB will give your ad space to an advertiser with a higher bid.
  41. 41. Facebook Marketing Review and Submit Your Ad Once you submit, your ad will be reviewed to ensure it meets FB guidelines You will receive an email once it has been approved. Monitor Performance FB has an Ads Manager that shows the main metrics to gauge the performance of your ads. • Social: the percentage of your ad’s impressions where the viewers saw at least one friend who liked your Page, Event, or Application
  42. 42. Facebook Marketing • Clicks: each time a user clicks on your ad • Impressions: each time an ad is shown to a user, regardless of whether the user clicks or takes any other action on the ad • CTR (click-through rate): the number of clicks your ad receives divided by the number of times your ad is shown on the site (impressions) in the same time period • Avg. CPC (cost-per-click): the amount you’re paying on average for each click on your ad
  43. 43. Facebook Marketing Final Tip: To make sure you analyze your campaign performance regularly, schedule reports that you want to receive on a daily or weekly basis. You can choose to receive alerts when the reports are available through the Account Settings link.